The entire business of fashion has been undergoing growing pains similar to my 12 year old son's. He is growing so fast that his legs and arms just ache and then within a week, I'm buying him new clothes. This is how it happens — slowly and then all at once.

We are at a massive growth spurt phase in the evolution of fashion, retail & supply chains within one of the oldest industries on the planet which has managed to grow without embracing the same rate of innovation as other industries. This means opportunity for the lucky few digital immigrants (companies built before the digital era — like Walmart) whose preparation is aligned with the opportunities on the not-too-distant horizon.

Digital natives (companies built after the digital era — like Bonobos, ASOS, Farfetch, Net-a-porter), have inherent advantages against the existing larger incumbents due to their agile architecture, continuous deployment/product iteration, and ability to not be reliant on, or bypass wholesale channels entirely due to their vertical integration strategy.

In this deck, I've presented the most relevant New Rules for brands, retailers, and marketers to understand and adopt in order to engage their "tribes," stay relevant and capture meaningful, experiential mindshare in their customers' lives.